Marketing Communications

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Marketing Communications

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Advertising Research

Some advertising research firms based in the United States have agreed and endorsed the principles
called – PACT-POSITIONING ADVERTISING COPY TESTING. A good copy testing system has
been stated as that which has these characteristics:

1. Provides measurements, which are relevant to the objectives of the advertising.


2. Requires agreement about how the results will be used in advances of each specified test.


3. Provides multiple measurements, because single, measurements are generally inadequate
   to assess the performance of an advertisement.


4. Is based on a method of human response to communication – the reception of a stimulus,
   the comprehension of the stimulus, and the response to the stimulus.


5. Allows for consideration of whether the advertising stimulus should be exposed more
   than once.


6. Recognizes that the more finished a piece of copy is, the more soundly it can be evaluative,
   and executions be tested in this same degree of finish.


7. Provides controls to avoid the biased effects of the exposure definition


8. Takes into account basic consideration of sample definition.


9. Demonstrates reliability and validity.

An advertisement may be tested at a number of different phases of its development – as a written concept,
a set of story boards or drawings, a rough animated version or a finished advertisement.

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